Grey County Visitor Analysis 2011 Based on data from the 2011 RTO 7 Image Study The Resource Management Consulting Group February 2013 Prepared by RMCG based on data from the 2011 RTO 7 Image Study Contents Slide Introduction 3 Grey County Visitors’ Profile 6 Grey County Visitors’ Awareness & Experience with Grey County Communities & Attractions 8 Grey County Visitors’ Future Visits to RTO 7 14 Grey County Visitors’ Image of RTO 7 16 1 6 Prepared by RMCG based on data from the 2011 RTO 7 Image Study 2 Introduction 3 Prepared by RMCG based on data from the 2011 RTO 7 Image Study Background . As part of the Strategic Destination Development Plan for RTO 7, two online surveys were undertaken in 2011: . Image Study –insights to inform brand strategy development aimed at increasing the leisure market . Winter Visitor Study – insights about the size and structure of the winter market . For both surveys, the samples were drawn from an online consumer internet panel: . Image Study – residents from GTA, SW Ontario, Eastern Ontario, Montreal, US Border DMAs (Detroit, Buffalo, Rochester, Syracuse, Watertown) . Winter Visitor Study – residents from GTA, SW Ontario, Eastern Ontario . Data were weighted based on key demographics prior to analysis to ensure the results were “representative of and projectable to the population” (weighting variable) . Reports were prepared for RTO 7 as a whole and by visitors to 6 subregions: Barrie, Orillia, Collingwood/Wasaga Beach, Blue Mountains, Owen Sound and Lake Huron Beach Towns. Prepared by RMCG based on data from the 2011 RTO 7 Image Study 4 This Report Purpose . To provide specific insight for Grey County Tourism about Image by analyzing and presenting responses from Grey County visitors Methodology . The SPSS data file was provided by RTO 7, along with the weighting variable . Respondents who visited Grey County, Owen Sound and/or The Blue Mountains were selected . Visitors were asked to identify all RTO 7 places they visited in the past year . Visitors could select multiple destinations from multiple trips . The weighting variable was applied to the data . The sample sizes for the Image Study were: . All Grey County Visitors (Grey County, Owen Sound and/or The Blue Mountains) 788 . The Blue Mountains Visitors only 449 Prepared by RMCG based on data from the 2011 RTO 7 Image Study 5 Grey County Visitors’ Profile Prepared by RMCG based on data from the 2011 RTO 7 Image Study 6 Visitor Profile . Visitor profiles are similar, with slightly more Blue Mountain visitors between 35-54, with children and higher education Visitor Profile . For Grey County overall, most visitors come from The Blue either the GTA or Southwestern Ontario, whereas Grey County Mountains Blue attracts more GTA visitors (all) n=788 n=449 Regional Origin Grey County Visitors Gender Grey County (all) n=788 The Blue Mountains n=449 Male 54% 54% Female 46% 46% GTA 38% Age 50% <35 35% 33% 35-54 41% 45% South West 35% 55+ 25% 22% Ontario 29% Household Eastern 7% Average Size 2.84 3.0 Ontario 8% Children <18 35% 38% Married/Partner 69% 71% Quebec 8% 4% Education College/University/ Post Grad 69% 72% U.S. 11% 9% Prepared by RMCG based on data from the 2011 RTO 7 Image Study 7 Grey County Visitors’ Awareness & Experience with Grey County Communities & Attractions Prepared by RMCG based on data from the 2011 RTO 7 Image Study 8 Awareness of Grey County Communities Ever Heard of Grey County Communities . Respondents were more likely to have ever heard of the larger Grey County (all) n=292 The Blue Mountains n=161 communities, particularly those The Blue Mountains 75% along the Georgian Bay shoreline 100% . Grey County visitors were most 74% Owen Sound 83% aware of The Blue Mountains and 53% Owen Sound Durham 56% . Those who had visited The Blue Hanover 51% Mountains had slightly higher 52% awareness of almost all Grey Meaford 50% County communities 49% 41% Thornbury 44% Note: 37% of all Grey County respondents (292) and 36% of Blue Mountain respondents (161) indicated they were aware of Flesherton 36% one or more Grey County places (communities or attractions) 33% 30% Craigleith 31% 17% Kimberly 17% 13% Clarksburg 11% Prepared by RMCG based on data from the 2011 RTO 7 Image Study 9 Communities in Grey County Ever Visited Grey County Communities Ever Visited . Over half of all Grey County respondents had Grey County (all) n=279 The Blue Mountains n=157 visited The Blue Mountains and/or Owen Sound The Blue Mountains 61% in the past (100% of Blue Mountain visitors 100% visited The Blue Mountains) 57% . Visitation by Grey County respondents to Owen Sound 56% Simcoe County and Bruce County communities Meaford 31% is provided for comparison: over half of Grey 31% County respondents had ever visited Barrie, and 26% Sauble Beach Hanover 22% 26% Thornbury 29% For Comparison Places Ever Visited by >25% of Grey County (all) Respondents Durham 25% 25% Bruce County (n=245) Simcoe County (n=230) Craigleith 19% Sauble Beach (53%) Barrie (60%) 21% Walkerton (44%) Wasaga Beach (37%) Port Elgin (43%) Midland Penetang(33%) Flesherton 17% 17% Kincardine (42%) Collingwood Downtown (25%) 8% Wiarton (35%) Orillia (25%) Clarksburg 7% Southampton (30%) Tobermory (30%) 7% Kimberly 6% Note: 35% of all Grey County respondents (279) and 35% of Blue Mountain respondents (157) indicated they had ever visited one or more Grey County places (communities or attractions); and 245 had visited Bruce and 230 had visited Simcoe County places. Prepared by RMCG based on data from the 2011 RTO 7 Image Study 10 Awareness of Grey County Attractions Every Heard of Grey County Attractions 30% + . Over 30% of Grey County respondents had ever heard of 9 Grey County (all) n=292 The Blue Mountains n=161 attractions within the County (from a list that included 35 Grey Niagara Escarpment 62% County attractions) 65% . The highest awareness (62%) was Bruce Trail 59% for the Niagara Escarpment, 59% followed by the Bruce Trail and Skiing at Blue Mountain 58% skiing at Blue Mountain. 66% . Visitors to The Blue Mountains Blue Mountains Trails 47% were more aware of the 56% attractions in the Blue Mountain Skiing at Talisman 38% area, particularly skiing at Blue 39% The Georgian Trail 38% 38% Elvis Festival 34% 35% Scenic Caves 31% 35% Note: 37% of all Grey County respondents (292) and 36% of Blue Beaver Valley 30% Mountain respondents (161) indicated they were aware of one or 31% more Grey County places (communities or attractions) Prepared by RMCG based on data from the 2011 RTO 7 Image Study 11 Awareness of Grey County Attractions 20-29% aware Grey County (all) n=292 . Grey County respondents were less aware Craigleith Provincial Park of the 26 other Grey County attractions Hanover Raceway/OLG Slots listed in this table Owen Sound Festival of Northern Lights Tom Thompson Art Gallery Village at Blue 10-19% aware Billy Bishop Heritage Museum Duncan Crevice Caves Provincial Park Eugenia Falls Feversham Gorge/Waterfalls Fish Ladder in Thornbury Georgian Hills Winery Neustadt Springs Brewery Osprey Wetlands Conservation Area Owen Sound Marine & Rain System Owen Sound Salmon Spectacular Scandinave Spa Summerfolk Music and Crafts Festival The Blue Mountains Apple Pie Trail <10% aware Blue Mountain/Collingwood Centurion Cycling Festival Coffin Ridge Winery Note: 37% of all Grey County respondents (292) indicated Craigleith Heritage Depot they were aware of one or more Grey County places Grey Roots Museum/Morestown Heritage Village (communities or attractions) Peak to Shore Arts/Music Festival Pretty River Provincial Park Salsa Festival at Blue Mountain Prepared by RMCG based on data from the 2011 RTO 7 Image Study 12 Grey County Attractions Ever Visited Grey County Attractions Ever Visited >10% . The attractions with the highest visitation Grey County (all) n=279 The Blue Mountains n=157 were the Niagara Escarpment and those in the Blue Mountain area 49% Niagara Escarpment 51% . Respondents who had visited The Blue Mountains had an even higher tendency to Bruce Trail 33% 32% visit attractions in that area 32% . Skiing at Blue Mountain 43% Visitation to Simcoe County and Bruce County communities is provided for 18% Blue Mountains Trails 22% comparison 15% Scenic Caves 19% 15% For Comparison Places Ever Visited by Beaver Valley 16% >15% of Grey County (all) Respondents 13% Georgian Trail 14% Bruce County (n=245) Simcoe County (n=340) Sauble Beach (46%) Wasaga Beach PP (33%) 11% Village at Blue 18% Port Elgin Beach (27%) Casino Rama (19%) Kincardine Beach (21%) Orillia waterfront, Lake 11% Skiing at Talisman 13% Chi-Cheemaun Ferry (21%) Couchiching Beaches (17%) Sauble Falls PP (19%) Skiing at Mount St. Louis Craigleith Provincial 10% Park 11% Saugeen River (19%) Moonstone (15%) Southampton Beach (17%) 10% Elvis Festival 11% Bruce Peninsula NP (17%) 10% Fathom Five NMP (15%) Eugenia Falls 10% Note: 35% of all Grey County respondents (279) and 35% of Blue Mountain respondents (157) indicated they had ever visited one or more Grey County places (communities or attractions); and 245 had visited Bruce and 230 had visited Simcoe County places. Prepared by RMCG based on data from the 2011 RTO 7 Image Study 13 Grey County Visitors’ Future Visits to RTO 7 Prepared by RMCG based on data from the 2011 RTO 7 Image Study 14 Visiting RTO 7 in the Future . If they return to RTO 7, Grey County Types of Trips They Would Most Likely Take to RTO 7 visitors indicated they would be most likely to take a touring trip through the area, an Grey County (all) n=788 The Blue Mountains n=499 outdoors trip to experience the natural Touring 45% environment or a trip to visit friends and 46% relatives (VFR) Outdoors Trip 43% .